Marketing research : an applied orientation
著者
書誌事項
Marketing research : an applied orientation
Pearson Education, c2010
6th ed., global ed
- : pbk
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注記
Previous ed.: 2007
Bibliography: p. 866-905
Includes index
内容説明・目次
内容説明
This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside of the United States.
For undergraduate and graduate marketing research courses.
Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making.
Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.
The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs.
目次
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Chapter 1 Introduction to Marketing Research
Chapter 2 Defining the Marketing Research Problem and Developing an Approach
PART II: RESEARCH DESIGN FORMULATION
Chapter 3 Research Design
Chapter 4 Exploratory Research Design: Secondary Data
Chapter 5 Exploratory Research Design: Qualitative Research
Chapter 6 Descriptive Research design: Survey and Observation
Chapter 7 Causal Research Design: Experimentation
Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling
Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques
Chapter 10 Questionnaire and Form Design
Chapter 11 Sampling: Design and Procedures
Chapter 12 Sampling: Final and Initial Sample Size Determination
PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING
Chapter 13 Field Work
Chapter 14 Data Preparation
Chapter 15 Frequency Distribution, Cross-tabulation, and Hypothesis Testing
Chapter 16 Analysis of Variance and Covariance
Chapter 17 Correlation and Regression
Chapter 18 Discriminant and Logit Analysis
Chapter 19 Factor Analysis
Chapter 20 Cluster Analysis
Chapter 21 Multidimensional Scaling and Conjoint Analysis
Chapter 22 Structural Equation Modeling and Path Analysis
Chapter 23 Report Preparation and Presentation
Chapter 24 International Marketing Research
Running Case: Dell
Comprehensive Critical Thinking Cases
Data Analysis Cases with Real Data
Comprehensive Cases with Real Data
Comprehensive Harvard Business School Cases
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